Consumer Culture

"What is consumer culture?" A new phenomenon appeared from the late 19th century to the early 20th century. By progress of industry and urbanization of new American culture, "growth of consumer culture", and subsequent control. Consumer culture is a term closely related to today's American lifestyle, but at that time it is a new and unique experience. With the development of mail-order catalogs, advertising is the focus of mass media in the United States.

"Consumer culture" means the culture defined by consumer purchasing and consumption. As consumer culture is moved by money, it is closely related to capitalism. But to stand out it is to pay attention to the happiness gained by purchasing and possessing personal property without paying much attention to the power of money. America is an example of the most obvious consumption culture, but ancient Egypt and ancient Rome can also be regarded as consumerism. Consumption is often consistent with rich countries. When the industrial revolution enabled mass consumption, consumerism was seen as an effective political choice to maintain health and balance the economy.

Consumer culture plays an important role in modern society. Today, the consumer's desire is increasing in relation to goods and goods. We also conclude that consumer culture including consumerism and materialism has been studied from various fields including communication, cultural research, theology, sociology, psychology, marketing, anthropology, and philosophy. Changes in consumer behavior are also part of consumer culture, and now one day consumers are more interested in different brands. Researchers also learned that television and media play an important role in the consumer culture of modern society. Researchers have discovered that the masses at the bottom of Indian economic pyramids are also being influenced by the spread of consumer culture. On the other hand, I also began to notice that the post-modern humanity is a confrontation with society.

Cultural marketing and consumer research have developed over the last three decades to better understand the cultural complexity of modern market environment in consumer society and consumer culture often. On the other hand, consumer culture refers to industrial society and post industrial society, and goods and services gained through market exchange play an important role in culture building, identity and social life (see eg Firat & Venkatesh 1995). On the other hand, the boundary between market and cultural practices in everyday life is always blurred (see eg Mackay 1997, du Gay 1997, du Gay & Pryke 2002), which brings a new way of thinking about market and market behavior. Cultural phenomena The following section outlines the direction of cultural research that is reflected in academic research and marketing practice.